Strategic Priorities
The North Dakota Tourism Division uses research to strategically analyze visitor activity, interest, market share, target markets, advertising effectiveness (ROI) and more. Internal efforts are complemented by national and international research provided by the U.S. Travel Association and contracted vendors.
Annual Report
We launched a groundbreaking initiative, the Destination Development Grant Program, our state’s first major investment of $25 million into growing tourism offerings and providing financial support for the development and expansion of transformative tourism experiences. This program awarded funding to 14 entities to bolster economic prosperity and diversification, supporting the attraction of additional visitors and new talent, and improving the quality of life for our rural and urban residents.
Our strategic and targeted marketing efforts in 2023 focused on digital platforms and experiential campaigns to engage with our audience effectively.
North Dakota tourism is thriving! Visitation reached a record 25.6 million in 2023, with visitor spending exceeding $3.3 billion. Day trips are a growing trend, with 17.8 million visitors enjoying the state's offerings without overnight stays. Cass County remains the leader in visitor spending, while all counties saw an average growth of 8.8%. However, the hospitality industry is still recovering from pandemic closures. Despite this, tourism's positive impact extends beyond the industry, generating over $307 million in tax revenue, resulting in an annual savings of $960 per North Dakota household.
New Fact Sheets Available
Image and Halo Study
Image research identifies national perceptions of North Dakota, as well as the overall awareness of the state and its advertising. The advertising’s lift on state image and economic development image is noted in the Halo Study.
TSA: Economic Impact of Tourism
A Tourism Satellite Account is a detailed measure of tourism’s economic impact in North Dakota. County-level visitor spending is also available for the 2023 travel year.
ROI: Advertising Effectiveness
This research shows the awareness of North Dakota Tourism campaigns and power in motivating visitation and visitor spending, along with the Return on Investment.
Workforce
This study was designed to gain insights into why people moved, their perceptions of living in the state, and what advice these new residents have for attracting other people to North Dakota.